In the world of Instagram, things are always changing quickly. Luckily, we’re here to help…
At VidCon last week, new YouTube features were announced that focus on alternative monetization aimed at keeping users on the platform after a year of lowered ad revenue for and strained relationships with creators. Neal Mohan, Chief Production Officer at YouTube, said about the new features, “As in previous years, the vast majority of the revenue is coming from our advertising partners. We’ll continue investing here, but we also want to think beyond ads. Creators should have as many ways and opportunities to make money as possible. We’ve been working on new tools that not only help creators better engage with their fans, they also enable them to make money while doing it.”
Check out the rundown on these new YouTube features below.
For $4.99 a month, viewers will now be able to subscribe to a creator’s channel and receive special perks like shoutouts, exclusive content and members-only live streams (many creators have used platforms like Patreon and Twitch for these in the past). Content creators will take home about $3.50 per subscriber, with YouTube keeping $1.50 to cover the costs of running such a personalized experience for viewers. Subscribers can also rest easy if they are concerned the channel will not follow through with their perks; paying members will have the ability to report the channel for not providing their specified extras.
Currently, this feature will only be able to creators with a following of 100K+, but the company has hopes to expand it to more creators in the future. You can check out what this will look like below.
YouTube has partnered with Teespring to allow YouTubers to create custom merchandise to sell to their subscribers on the platform. Creators can choose from 20 different pieces of merch, from shirts to phone cases, to customize with their logo or other graphics on Teespring. Subscribers can then shop for merch from a “shelf” found below their video.
This feature will initially be available to creators in the US who have more than 10K subscribers. Check out the official YouTube announcement video here.
Set to roll out over the next few weeks, Premiere will allow creators to play pre-recorded videos in a live stream. According to Mohan, “When creators choose to release a Premiere, we’ll automatically create a public landing page to build anticipation and hype up new content. When all fans show up to watch the premiere, they’ll be able to chat with each other (and with the creator!) in real time via live chat. It’s as if a creator’s entire community is in one theater together watching their latest upload.”
You can check out the official announcement video for Premieres here.
Will you be using the new YouTube features in your digital strategy? Do you think they will affect the way influencers approach making content for the platform? Let us know in the comments below!